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Mobile Devices Boosting, Not Hurting, In-Store Shopping

Mobile usage before or while shopping in a store accounts for one-fifth of US in-store retail sales

May 14, 2014 | Retail & Ecommerce | Mobile

Consumers may be getting more comfortable with mcommerce, but that doesn’t mean in-store retail sales are suffering. In fact, when Gallup polled US consumers in March 2014, it found that, if anything, mobile technology had actually played a positive role when it came to driving in-person retail shopping.

Effect of Mobile Technology on the Amount of In-Store Retail Shopping Conducted by US Consumers, March 2014 (% of total)

Among US consumers polled, 22% said that mobile had increased their retail store trips, beating out those who said it decreased by 3 percentage points. But in the end, mobile hadn’t had too much of an influence on the amount of brick-and-mortar shopping by consumers.

Data released in April 2014 by Deloitte broke down the influence of mobile device usage on in-store retail sales.

Influence* of Digital and Mobile Device Usage on US In-Store Retail Sales, 2012-2014

The research found that the use of mobile devices before or during in-store shopping trips influenced or helped to convert approximately $593 billion in US in-store retail sales in 2013—or 19% of total brick-and-mortar sales—compared with $159 billion in 2012.

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